- Snapchat shook up its Discover portal this week, replacing Yahoo and Warner Music with more-millennial-friendly BuzzFeed and iHeartRadio.
- The disappearing messaging service also reported that following a recent design tweak that made finding the Discover tab easier, publishers saw a boost in traffic.
- It is unclear why Snapchat dropped Yahoo and Warner Music, but did indicate they intend to continue finding collaboration opportunities going forward.
Snapchat boasts a mainly-millennial audience of some 100 million daily active users, so adding BuzzFeed and iHeartRadio into the Discover mix is not all that surprising. The messaging service launched the Discover channel in January as a way to bring in revenue and to help publishers reach young readers (or viewers).
"Together iHeartMedia and Snapchat are a perfect combination, because we both live in the moment. iHeartMedia has unmatched artist access and produces more live content than any other media company in the nation, and for multiple platforms – on air, on screens and on stages – reaching more than 245 million consumers each month," Vanessa Adamo, SVP of entertainment enterprises for iHeartMedia, told Marketing Dive. "Now, through our new iHeartRadio channel on Snapchat Discover, even more people can access the spontaneous, up-close-and-personal celebrity moments that shape pop culture everyday."
Snapchat looks to monetize the stream by running ads in the content, though Digiday reports that traffic dropped as much as 50% in the three months after Discover launched. Shaking up its publisher line up could help offset the dip, which has been curbed in the two weeks since Snapchat moved the Discover portal to a more prominent position within the Stories tab in the app. A rep for Snapchat told Digiday they were "very happy with engagement" following the design update, and said some users are spending as much as seven minutes per day on Discover channels.